Here’s why travel and tourism businesses struggle so much with social media – and what to do about it.
If there’s one thing I’ve noticed working with businesses over the years, it’s this:
Most travel and tourism businesses don’t struggle with social media because they don’t care about it.
They struggle because they’re flat out actually running the business. And I think a lot of people outside the industry don’t fully get that.
The travel and tourism industry is one of the busiest, most fast-moving industries out there. When you work in travel and tourism, your day rarely goes exactly to plan. One minute you’re replying to enquiries, the next you’re dealing with cancellations, weather changes, supplier issues, staff, late arrivals, check-ins, customer questions, or someone needing help right now.
Social media often ends up becoming “something we will get to later.”
Later turns into next week. Then next month. Then suddenly the last Instagram post was from 14 weeks ago. It’s actually more common than you think.
The pressure to always create content
One of the biggest challenges tourism businesses face is the constant pressure to create fresh content.
Unlike some industries where content can be heavily educational or repetitive, travel and tourism content needs to feel inspiring, visual, current, and exciting.
People want to see:
- Beautiful destinations
- Real experiences
- Behind-the-scenes moments
- Customer experiences
- Seasonal updates
- Local recommendations
- Staff personalities
- Video content
- Trends and reels
That’s a lot to keep up with when you’re also running an actual business.
Many operators start strong because they are passionate about what they do. But eventually the pressure of needing to constantly “feed the algorithm” becomes exhausting.
The industry is busy in a way people don’t always see
Travel and tourism businesses are usually very hands-on.
And tourism operators are usually wearing multiple hats. They are driving tours, checking in guests, handling enquiries, managing accommodation, leading experiences, organising logistics, fixing problems, answering phones, and dealing with everything happening behind the scenes. It’s a lot.
The irony is that some of the best content opportunities are happening while they are busy working.
But when you are in the middle of delivering an experience, stopping to film videos, take photos, write captions, edit reels, and respond to comments often feels impossible.
Social media becomes reactive instead of strategic. A tourism operator can have an incredible day happening right in front of them and still finish the day thinking: “Bugger. I forgot to get any photos.”
The “we should post more” cycle
I see this all the time. A business decides they need to “get serious” about social media.
So they post heaps for two weeks. Then peak season hits. Or staff are away. Or things get busy. Or they run out of ideas. And their social media disappears again for another month or longer.
Consistency matters far more than random bursts of activity.
You don’t need to post three times a day to build a strong presence. But you do need a system that’s realistic and sustainable long-term.
That’s the part many businesses are missing.
Many travel businesses underestimate the planning involved
Good social media rarely happens by accident. And a lot of tourism businesses quietly feel overwhelmed by social media. Because it’s no longer just posting a nice photo on Facebook every now and then.
Now it’s thinking about:
- Instagram Reels
- Stories
- Threads
- TikTok
- Video content
- SEO captions
- Trending audio
- User-generated content
- Engagement
- Analytics
- Hashtags
- Algorithms changing every five minutes
Phew! It’s exhausting. And it can feel like if you’re not doing all of it, you’re falling behind. And for businesses without a dedicated marketing person, that pressure is huge.
Social media is now part of the customer journey
Years ago, social media was optional. Now it’s part of how travellers research, compare, trust, and choose travel and tourism businesses.
People check:
- Instagram before booking
- Google reviews
- Tagged customer content
- Facebook updates
- Reels and videos
- Recent activity
An inactive social media presence can unintentionally create doubt, even if the business itself is fantastic.
Consistency builds trust.
So what’s the solution?
The answer usually isn’t “just post more.” It’s creating a realistic system that actually fits the business.
That could mean:
- Planning content monthly instead of daily
- Repurposing content across platforms
- Using scheduling tools (I use Metricool – this is an affiliate link which doesn’t cost you anything, but I earn credits if you sign up through it. They have a ‘forever free’ plan, plus paid plans if you need more features.)
- Creating content in batches
- Encouraging user-generated content
- Having clear content pillars
- Building a simple repeatable workflow
- Outsourcing strategy or content support
The businesses that succeed with social media long-term are rarely the ones doing everything perfectly. They are the ones who create systems they can actually maintain.
Social media should support the business. Not become another stressful thing sitting on the to-do list.
My final thoughts
One thing I genuinely love about the travel and tourism industry is that there are stories everywhere.
- Amazing destinations
- Memorable customer experiences
- Interesting people
- Behind-the-scenes moments
- Real adventures happening every day
- Real people making memories
The challenge isn’t usually lack of content. It’s finding the time and consistency to share it while juggling everything else that comes with running a tourism business in the real world.
And that’s exactly where the right social media support and strategy can make a huge difference.
If your social media has slipped into the “we really need to post more” category, feel free to get in touch. I work with businesses to create realistic social media strategies and content systems that actually fit the pace of the travel and tourism industry. I also offer done-for-you social media management for businesses that want someone to take the day-to-day content and posting off their plate.